# Capsulated Obsession The familiarity of pills rebrands unexpected campaigns and products as cures. By [Michael Hemsworth](https://www.trendhunter.com/Michael.Hemsworth), Contributing Researcher | Published Feb 20, 2014 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/capsulated-obsession ## Key Figures - Trend score: 3.8/10 - Evidence articles: 6 ## What is the Capsulated Obsession trend? **Capsulated Obsession:** The multibillion-dollar pharmaceutical industry has created several generations that are accustom to the concept of cures in pill form, which is being adopted in various industries as a way to put familiarity front and center. While advertising has intentionally made the ambiguous connection to products as a method to soothe consumer woes for decades, this new pill-focused approach cuts straight to the chase as marketers take an unabashedly literal direction to push product to cure-craving consumers. ## At a Glance - Evidence: 6 featured examples - Articles from: Oct 24, 2013 to Feb 7, 2014 - Published: Feb 20, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Themes within the Capsulated Obsession trend ### Pill-Pop Familiarity Adopting the concept of cures in pill form in various industries as a way to put familiarity front and center. ### Medication Branding Using the pharmaceutical industry and pills as a visual cue or theme, tied to particular products or promotions. ### Custom Medication Services Providing healthcare that is faster and easier by creating custom order packs that are delivered right to the door of the customer. ## What the Capsulated Obsession trend means for industry ### For Marketing and Advertising There is a trend for marketers to become more literal and to push product with a pill-focused approach. ### For Healthcare Industry Pharmaceutical industries creating familiarity with the public, which allow for the creation of innovative services such as customizable medication through delivery services. ### For Art and Design Industry Art and design adopt the concept of pills in their work as a metaphor for society's dependence and faith in external cures and remedies. ## Trend signals for Capsulated Obsession Trend score 3.8 out of 10, from popularity 50%, activity 56%, freshness 8%. - Popularity: 50% - Activity: 56% - Freshness: 8% ## Examples of the Capsulated Obsession trend 6 featured examples from Oct 24, 2013 to Feb 7, 2014. - [Surreal Body Illustrations](https://www.trendhunter.com/trends/body-drawings): Canadian Artist Ashley Mackenzie Creates Surreal Body Drawings (Category: Art & Design) Implication: The body art industry can explore new avenues of creativity by embracing surreal body illustrations, attracting customers seeking unique and impactful artistic experiences. - [Fashion Addict Editorials](https://www.trendhunter.com/trends/steve-kraitt-designer-drugs): The Steve Kraitt Designer Drugs Beauty Story is Brand-Obsessed (Category: Fashion) Implication: The fashion industry can leverage the brand-obsessed society trend to create new fashion experiences that capitalize on brand names. - [Medication-Inspired Paper Art](https://www.trendhunter.com/trends/vitamins-placebo): Vitamins & Placebo by Zim And Zou is Eye-Opening (Category: Lifestyle) Implication: Pharmaceutical companies can capitalize on the trend towards transparency and increasing scrutiny of product labeling by investing in accurate and informative labeling practices - [Cute Message Pills](https://www.trendhunter.com/trends/cute-pill-kawaii-message-note-happy1): Secret Saving Happy Pills Help You Pass Notes (Category: Unique) Implication: Integrating playful and engaging tools into the classroom environment to enhance communication and expression among students. - [Mood-Enhancing Branding](https://www.trendhunter.com/trends/marx-design-promotional-gift): The Marx Design Promotional Gift Presents Uppers, Downers and Middlers (Category: Marketing) Implication: CPGs can explore innovative ways in need-based functional food packaging to attract consumers and provide unique value propositions. - [Custom-Delivery Medication Services](https://www.trendhunter.com/trends/medication-service): Pillpack Customizes Doses and Delivers Right to Your Door (Category: Lifestyle) Implication: The healthcare industry can benefit from the disruptive innovation opportunities presented by customizable medication services. ## Recent trend clusters - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Calm Monitoring](https://www.trendhunter.com/protrends/calm-monitoring) (Lifestyle) - [Performance Powders](https://www.trendhunter.com/protrends/performance-powders) (Lifestyle) - [Task Beverages](https://www.trendhunter.com/protrends/task-beverages) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Rapid Concussion Screening Headsets](https://www.trendhunter.com/trends/infrared-eye-tracking) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)